By Kathryn Wolper
This week, Taco Bell announced its plans to transition to using only cage-free eggs by the end of 2016, according to CBS News. Furthermore, the fast food chain plans to source its ingredients more sustainably and produce it through healthier procedures.
These efforts include eliminating artificial colors, added trans fats and high fructose corn syrup, and also using only responsibly harvested palm oil.
Such efforts represent a recent trend among fast food restaurants. Many restaurants are choosing to use fewer processed ingredients and be more transparent about their production processes.
This trend seems to be a product of the success of Chipotle, which has used its sustainable ingredients as a marketing strategy. Chipotle responded to public concerns about where food comes from by being forthcoming about its sourcing, and now other restaurants seem to be responding to Chipotle’s success. Panera, McDonald’s, Burger King and Dunkin’ Donuts have all committed themselves to using responsibly-sourced ingredients.
However, these transitions away from processed, cost-effective ingredients comes at a cost. For example, Chipotle had to temporarily close some of its restaurants in the wake of an E. coli outbreak as a result of their sourcing methods. For Taco Bell, using cage-free eggs will be more expensive.
Nevertheless, sustainable sourcing, no matter the immediate cost, is worthwhile in the long run by the nature of what it means to live sustainably.
Corporate efforts to promote and espouse sustainable practices go further than individual, personal or even small business efforts. The transition to transparency in food sourcing for fast food chains is encouraging, but it marks little substantial change as long as it is used as a marketing ploy.
Panera has leveraged its responsible sourcing efforts as part of an advertising campaign that romanticizes foods through advertisements that feature suggestions about what food “should be” coupled with images of happy teens, smiling toddlers and a solitary farmer tending lettuce.
Chains are playing into the almost romantic value of whole foods.
However, it remains unclear whether the change in sourcing for fast food chains will improve the nutritional value or taste of the food. Fast food chains must weigh the costs and benefits of using more expensive ingredients.
Surely, efforts to operate more sustainably will impress the public and possibly help sales, but I doubt the efficacy of the efforts to attract customers who do not already frequent fast food chains.
